Jet-Set Speaker

For The Millionaire Messenger … To Own The Stage … By World-Class Speaking

By Sandeep Gupta

Say “AYEEEE”
With the loudest cheer possible!

1. Do you want more money? (I say AYYEE to financial freedom)

2. Do you want more free time? (I say AYYEE to time freedom)

***

➢ You will learn _____________________________________________________ today.

➢ If you implement these properly, in just 12 months, you can have complete

financial freedom and complete time freedom for life.

***

How did it all start? An accident leading to an addiction.

One question: Have you ever bought something that you didn’t use later?

List all such items (examples): books, subscriptions, memberships (like gym
memberships), beauty products, gadgets, courses … add to the list all that you have ever
purchased but never used.

___________________________________________________________________________________________________

___________________________________________________________________________________________________
➢ Additional 30 lakh

➢ X to X/2

➢ Dream job

Storytelling
The single most important skill for extreme success

________________________ types of stories

Three best tools:

S__________________

A_________________

E_________________

Type 1: Your _______________________________________________________________________ story

➢ Your signature story

➢ A relevant story that establishes you as an __________________________ in your claimed area of

expertise

➢ Woe-to-win story

➢ Automatically unique content

What is a Story?

A story presents a ______________________ and its ____________________________________________________ in a pattern

of _________________________________________________, while keeping the __________________________________ of the

listener / reader intact.

Advantages of a _____________________________________

➢ No Defense Mechanisms
➢ No Biases
➢ No Bullshit filters | No Sales Filters
➢ No Antennae
➢ No Turnoff (happens whenever tries to give sell / preach)
➢ Zero preachiness
With a well-told story

You can change your audience’s _____________________________________________________________ without having

their defense mechanisms up.

If you are selling: you can _____________________ the sale without their active knowledge.

Tri-Summit Storytelling System

Applies to both written and oral storytelling (any Room / any Zoom)
Search for ______________________________

➢ Have you ever purchased anything that you didn’t need?

➢ Have you ever faced a public insult?
➢ Have you ever faced a life-threatening situation?
➢ Have you ever been hurt emotionally by another person?
➢ Raise your hand if you know any negative people.
Scene

➢ Summon

➢ S.A.V.E. in 3-D

➢ Specifics

Little Jenny will outdo big stats every single time.

Don’t talk about Man; talk about a man.

• If you pick up Michael Port’s book called Book Yourself Solid, and you thumb through to page 36, and
you look down at the last sentence in the second paragraph, you’ll come across the statement: “Most
business problems are personal problems in disguise.”
• If you had read page 24 of the January 2006 edition of Psychology Today, when you reach the very
bottom of that article, the last sentence would have read, “Employees don’t leave companies. They
leave bad bosses.”
• “A bunch of my friends went to the concert along with me.” What’s a bunch? Be specific. “11 of my
friends and I went to a concert.”
• Instead of saying, “A while ago,” say, “On May 18th 2013, I stood on the stage delivering a talk on … ”
• NO: “I woke at around at 8 A.M.” YES: “I woke up and checked the time. It was 7:56!!!!!”
• “I distinctly remember the price of the book. It was $8.25.”
• “A big, burly driver with a thick moustache picked him up from the hotel in a White Honda Accord.”
• “The package had 16.3 kilograms of plastic in it.”

_____________________ incident

**

________________________ and ____________________________

➢ Tap, Tease, and Transport

➢ Re-living room

➢ Entice and Invite

• “If you had been sitting beside me”| “You should have been with me” | “Imagine being in a house where
you …”
• If you had been with me | If you had picked up my phone
• If you had been sitting beside me
• If you had been my co-passenger
• Imagine being
• Picture this …
• If you had been walking with me
• If you were facing me
• If you were coming toward me
• “Imagine what it would feel like living in a cell and caged up like a starving animal inside that jail.”
• Don’t say: “One time, I was sitting in my office …” Instead say: “If you had been sitting beside me,
you would have witnessed something that got way out of hand.”
Bland Example:

Something really strange happened once. I had recently moved to Bangalore and wanted to see the
Jungle Safari of the Bannerghatta National Park. I mailed my boss in the morning that I had fever and
wanted a leave. I called my boyfriend and we went there. It was summer-time. To my complete surprise,
I saw my boss also there. I was like “my job was gone.”

Example with S.A.V.E.

Have you ever experienced a situation in which your LIE was discovered … that too by none other than
your boss?

If you had been with me on that Jungle Safari, you would have experienced 26.3 kilometers of sheer
misery – the bumpiest road trip that I have ever taken in a creaking van with rattling glasses. I was with
this chipmunk of a man (my ex-boyfriend) in humid, stinky conditions, with trees swinging from dry,
hot wind, and animals pouncing from all corners. Suddenly you would have heard my cellphone ring
that silly Airtel tune. It was my boss!! “Nidhi, how is your fever now?” I said, “I am feeling much better
now … in the morning it was quite bad.” He said, “shall I tell you something? I never knew that a Jungle
Safari could cure fever.” MY HEART SANK … as soon as I got down from the van … I saw him! He was
right there … Devil Personified. He waved to me as he started moving to me. It was as if a towering
inferno was moving BOOM BOOM to me to hand me over my pink slip.

The ________________________ Test

How to create the “I felt that S/he was talking only to me” feeling? There are two ways …

1. Always use the word ________________ (not some of you, many of you, how many of you, any of you,
most of you)

2. Hold a strategic ______________________

Stress-Free Speaker S.Y.S.T.E.M. (Eye-Contact)

➢ You can’t have aerosol eye-contact.

➢ Don’t ever talk over everybody’s heads.
➢ Would you do so one-to-one?
➢ Then why do so one-to-many?

Hold a ________________________ with one person till the end of the sentence or the end of the thought.

It fulfills two major human needs.

________________________________ and ______________________________

***
__________________________ (throughout) What creates suspense?

Suspense
➢ What are they thinking?

➢ What questions do they have?

➢ Questions change along the line.

Conflict is the ____________________ of a story.

➢ It is the never-ending struggle between ______________ and ______________.

➢ Keeps them on the edge of their seats!

➢ The pain must be felt by the listener / reader.

➢ The best tools: mistreatment | being misunderstood | being misrepresented – the most explosive
content for a story

➢ Story stakes

➢ The worst distance between two people is ________________________________.

Stars
➢ Rooting interests

➢ Which characters work the best?

➢ ________________________ characters (for villains)

➢ ________________________ characters (for protagonist) … (misunderstood | misrepresented)

Stars
➢ Seen | Shaped | Speech (heard)

➢ Mix and match stars (not the same for all stories)

➢ Aside – extra details

➢ Trait names (Ms. Fun Weekend, Mr. Officious, Mr. Bandookwala, Mr. MuscleMan) – let’ create some
more

➢ Posture | Pitch

➢ Reactions
________________________ Through Dialog

➢ Character dialogs

➢ Internal dialogs

➢ Audience dialogs

➢ Object dialogs

Other ways to uncover humor (some most basic principles of comedy)

HUMOR is connecting two things the audience can’t see coming.

When people’s minds are successfully tricked, they laugh.

The most Basic principle of comedy … Setup (expectation) … Pause … Derailment … (Punch-word)

The ________________________________________________ in Comedy

Redefine a word for fun

Use reaction wit (both verbal and visual).

**

___________________________ leading to ________________________________ (rising tension – the escalator approach)

➢ Struggle is part of Nature.

➢ A great story is about overcoming struggle (conflict / crisis).

➢ That’s why we love rags-to-riches story.

Struggle leading to Summit

➢ Foreshadowing

• “Imagine how bad life can get.”

• “Something got out of hand.”
• “You should have known what a horrible thing this mother did to her child on a Christmas day.”

➢ Escalator, not conveyor belt or elevator

➢ Mystique

➢ Fight – show me the ______________________

➢ Climax

➢ Sudden changes of emotion

_____________________ gives the _______________________

A person | A book | A signboard | A quote | A video | A movie | A Seminar | A poster

Seed

➢ The __________________

➢ The lesson
➢ The message
➢ The point

While crafting the story, start with the ______________________.

BUT …

While delivering the story, end with the ____________________.

***

The same formula can be used in any situation

➢ B-School applications
➢ B-School Interviews
➢ Any other interview(s) – lifelong
➢ Any other presentation – lifelong
➢ Any pitch – lifelong

**

How to find your authentic _______________________? Turn your _____________________ into ___________________.

Other types of stories

Type 2: Client success stories

Type 3: Short, anecdotal (funny) stories

Must be used throughout

E.g., Old woman at the bakery | One-brick wall | Drawing teacher | Tunnel | Bull’s eye | IIMA Classmate
| McKinsey | Delhi cops | Zoo visit | Listening | Vijay | Sujay | Procrastination | Infosys and prison | Fat
baby | Gospel comedian | IIMA classmate | Mr. Khanna | Nonprofit organization | ICICI | Licence in
Bangalore | Nurse asking | Hollywood hairdresser

Type 4: Hypothetical situations

➢ Additional 30 lakh
➢ X to X/2
➢ Dream Job

Absolutely __________________ hypothetical situations are used commonly.

Type 5: Famous people’s unknown stories

Example: Microsoft and Bill Gates (all of KTW)

Type 6: Brand stories | Case studies (hundreds of such stories in KTW / Thu sessions)

Ritz Carlton (Fran Adams), Southwest, Intel, Jack Welch (stammering | N-Reactor) | China’s Economic
Miracle … plus 100s of such stories in KTW

Type 7: The most powerful type of storytelling: ___________________________________________________

KTW / Thu Sessions are all about this!

*****

____________________ and ____________________ as a profession

Today we are NOT covering

1. Lead Generation – (more than a dozen channels)

2. Free content (lead magnet) – usually short-form content
3. Website / Landing Pages (Free content)
4. Marketing
5. Branding
6. Promotions / Affiliates / Podcasts
7. Positioning
8. Social Media
9. Customer Acquisition
10. Other ways to establish yourself (writing a book etc.)

Rather, we are talking about Speaking and Training – from COLD to SOLD

You must consider writing a book

**

An obvious truth (often neglected):

You don’t get paid for any short-form content – this can’t be your entire focus.

Marketing that doesn’t result in ___________________ (eventually) is worthless; it is just a waste of resources
(money, time, effort, people)

You can get experts for everything else, but not for … your __________________ message

➢ The most important thing to remember: the _______________ is everything, not the _______________.

➢ If your product / service doesn’t live up to your marketing, people will find your marketing totally

______________, and you will lose all _______________.

➢ So, always sell the _______________, not the ___________________.

Three really important things (PPC)

Know your __________________.

Know your __________________.

Know your __________________.

A timeless truth: Never, ever compete on ___________________.

**

3 kinds of products

Offline Trainings (from stage): Workshops | Seminars

Online Trainings: Live Webinars

Video Products | Apps

Two kinds of speaking are relevant in this case.

1. Speak to _____________

&

2. Speak to _____________

Your success depends on only one thing: ______________________

Content:

➢ ______________ you say

➢ ______________ you say it (this implies craft, not delivery)

While preparing your content, always think: how can I make it really ‘easy-to-understand’ for them?

Ruthlessly edit out any content that projects you as an expert but doesn’t help them in any way.
Absolutely no jargon! ABSOLUTELY NONE! If you have to use jargon, make sure you explain it fully.

**

A painful truth most people don’t want to realize:

____________________________ is wayyyyyyyyyyy more important than the actual content.

You can get tons of content in one day’s search.

Most of it is utterly worthless and must always be tossed out.

The Approach

All the content must be told like a very tight ___________________: a pattern of cause and effect, while

keeping the curiosity of the listener / reader intact.

Tight doesn’t necessarily mean _______________________.

The motto:

What’s ______________________ is lost and what’s ___________________ stays in sight.

So, when in doubt, __________________ it out.

Your content must follow an extremely tight __________________.

That structure is covered in

Kick-S.T.A.R.T. Content Creator

The Ultimate Content Generation Machine

For all kinds of content

Content 101: Your content must

➢ _______________

➢ _______________

➢ _______________

➢ _______________

➢ _______________

Content 201: Your content Must

➢ Make them insanely ____________________

➢
➢ Have a clear ______________________

➢ Be tied to an _____________________

➢ Make them ______________________ | ______________________ | ______________________

➢ Offer some tangible __________________ for them to act upon (move them to take ________________________)
The biggest secret to extreme effectiveness in speaking

➢ When you change your content into __________________________________, you will make much more
impact and money.

➢ Stop giving information; start changing ___________________________.

➢ In order to make success easier for yourself and for them, change their wrong _____________________.

Kick-S.T.A.R.T. Content Creator

The Ultimate Content Generation Machine

S ________________________________

Creating a huge amount of

➢ Curiosity | Desire

➢ Pain | Anticipation of a solution

One way to do this is … ask a very simple question … and _______________________ all their answers

**

Many other ways

In the last 12 months, what has been your % growth?

• Money
• Free Time
• Impact
• Skills
• Intellect, Aptitudes, Perspectives
• Peer-group quality
• Achievements
• Your value as an individual
• Lifestyle
• Happiness

In the next 12 months, what precisely do you plan to do to change these percentages?

An exercise!

Write down the names of the five people that you come in contact with the most.

_____________________________________________________________________________________________________________________

_____________________________________________________________________________________________________________________

Is anyone among these people helping you grow?

Money / Free Time / Impact / Skills / Intellect / Aptitudes / Perspectives / Achievements / Your value
as an individual

You become the combined average of the five people you hang around the most.

Salting
First, accentuate the pain. Make it acute and immediate. No silver spoon during Salting, only Verbal
Knife! Find the wound and twist the knife. Twist the verbal knife and brutalize them! Show them the
valley before you show them the sky.

No pain, no sale.

Vitamins versus Painkillers

From pain to gain

How to talk about the gains? | Your own (or client’s) story – the best way to do this

Mention some gains wrapped in your story.

E.g., entrepreneurship: More Money | More time | Love what I do | Autonomy | Uncertain economy |
Hottest thing to do | You can make it really big by using web | The joy of creating something and seeing
it grow and make a difference is immense | lifestyle benefits
Create a gap between the problem and the result.

No one buys anything unless it feels like a gap.

The better you paint a picture of the pain, the better your solution will appeal to them.

Your solution must bridge the gap.

➢ Paint the picture of the ___________________ if they don’t have your solution.

➢ Paint the picture of the ___________________ if they do have your solution.

➢ Make them realize that there is a huge cost to standing _________________________.

➢ SADLY, people don’t move until the pain of standing still is greater than the pain of moving.

**

_____________________ and __________________________ Markers on stage

Other markers: T-N-H Markers | Object markers (scene destroyer) | Chronology markers | Timeline |
Next point | Check-in marker (Leave and Lean) | Depth versus width

Also called blocking in stage, theater, and moviemaking language

➢ Give your gestures a meaning

➢ Anchor some of your points with gestures.

➢ Use a verbal and visual metaphor.

➢ Do visual and verbal callbacks.

The ______________________ Formula for Silver Spoon

1. Esteem more: Position of power, Authority, Fame, Conspicuous consumption

2. Do more: Control over life, Time management, Productivity, B2B, Automation, ERM, CRM,

Gadgets, Robots … the list is endless

3. Gain more: Trust, Power, Fame, Time, Freedom, Money, Skill etc.

4. Enjoy more: food, sports, holiday packages, movies, entertainment, anything social, comedy

shows … the list is endless

One grain of salting

Don’t tell your first point immediately. SALT it.

➢ “What I am going to tell you that can change your life”

➢ “Here’s what I want you to remember”

➢ “Think about this”

➢ “Here’s the thing”

➢ “Everything that you have learnt so far is going to be a waste if you don’t get this one point.”

Tenets

What exactly is a tenet?

➢ _____________ words or fewer (sometimes can be more than 10)

➢ _________________________: rhythmic / rhyming

➢ Language of _________________________ (preferably)

➢ _________________-focused (preferably) – ‘you’ can also be implied

➢ Notable / Quotable

➢ __________________ your nuggets before delivery | One grain of ______________________

➢ Get them to _______________________ these down.

**

____________________________________ matters when you say the tenets.

Stress-Free Speaker S.Y.S.T.E.M. ___________________________________

A V K

You can have all three tonalities in less than one minute of speaking.

Auditory

✓ Medium pace (not too fast, not too slow) | Medium range (not too loud, not too low)
✓ Rhythmic: Clarity, Cadence, Resonance … Hypnotic voice | The voice of the SAGE

Visual: Fast, Loud, Projecting, Triumphant, Punchy

I am calling my troops to action | While making a belief-based statement | The voice of the WARRIOR
Kinesthetic: Slow | Quiet | Breathy

Heartfelt: More pauses, Silence, Whispers, Softer voice, Finer voice, Words are lengthened

Genuine: Open, Vulnerable, Transparent, Real, Poignant, Soft … Feel the message and make them feel it

The voice of the LOVER

• Imagine a flat-lining heartbeat monitor: that’s how most speeches are. You have to match the

heartbeat of someone alive. The key is contrast. No droning! No shouting, either! Your voice must

convey the entire range of vocal variety.

• Up … Down … Middle | Fast … Slow | Loud … Low | High pitch … Low pitch | Excited ... Serious | Yell

… Silence … Pause … Bang … Whisper | Intense … Light | Tragic … Comic … Deadpan | Intonations …

Inflections

• Whisper, silence, and dramatic pauses … when used strategically, can bring people really close.

Without increasing your range … you can’t engage all the emotions of your audience. You will have

far less impact.

**

Tenets: 60 Examples

1. What got you here won’t get you there.

2. People buy your solution, not your stardom.
3. Don’t speak for impression; speak for impact.
4. Don’t speak for ovation; speak for connection.
5. Don’t be perfect; be passionate.
6. It’s not about perfection; it’s about connection.
7. You are not there to charm them; you are there to change them.
8. 99% is a bitch; 100% is a breeze.
9. Never sell the feature; always sell the future.
10. Positioning is not what you do to the product; it is what you do to the mind of the prospect.
11. Don’t build a church; create a religion.
12. Top of mind equals tip of tongue.
13. Turn their pain into your promise.
14. Give your heartbeat to the world.
15. Have a PhD in results.
16. In Public Speaking, you want them to clap; in Professional Speaking, you want them to change.
17. You can’t have an effect if they don’t reflect.
18. Great speeches (or jokes) aren’t written; they are rewritten.
19. Stop giving information; start changing beliefs.
20. It is not about what you tell them. It is about what they tell themselves as you speak.
21. Don’t deliver a talk; just talk to them.
22. Don’t talk about Man; talk about a man.
23. When everyone zigs, you should zag.
24. A confused mind says NO but a clear mind says GO.
25. Put the result before the resource.
26. Don’t look for things that unite; look for things that divide.
27. Never compete on PRICE alone.
28. You must have mindshare before you can have market-share.
29. The question is not whether you can create the right product; the question is whether you can create
the right perception.
30. The MESSAGE is everything, not the medium.
31. If you don’t sell something for profit, you are working for somebody who does.
32. It is in our moments of decision that our destiny is shaped.
33. You become the combined average of the five people you hang out with the most.
34. Leaders do what is right, not what is popular.
35. Your dream is not for sale.
36. Don’t live in the ‘used-to-be’. Live in the ‘yet-to-be’.
37. If you want to be memorable, you should always tell stories.
38. What you drive is not as important as what drives you.
39. The best results don’t show up in a search engine; they show up in people’s lives.
40. There are those who create and there are those who clap.
41. How much money are you leaving on the table?
42. There is more to life than just money or meaningless work.
43. 95% of your problems are pure excuses.
44. Make your goals so big, so compelling, and so inspiring that your problems seem insignificant by
comparison.
45. There is no FAILURE, only FEEDBACK.
46. You can’t become a millionaire by following the strategy of the masses.
47. You can change your attitude in a moment.
48. Don’t model your life after a circus animal.
49. When you make others visible, they make you valuable.
50. Our parents don’t prepare us to SUCCEED. They prepare us NOT TO FAIL.
51. People don’t leave companies; they leave bad bosses.
52. Be a player, not a pawn.
53. Smaller agreements lead to larger agreements.
54. You can't change your destination overnight; but you can change your direction overnight.
55. There are two great days in your life: the day you were born and the day you discover why.
56. You can never outperform your self-image.
57. If you put a small value on yourself, rest assured that the world will not raise the price.
58. Once you learn to quit, it becomes a habit.
59. If you are always at the top of the class, you are in the wrong class.
60. Borrowed beliefs have no passion, and hence no power.

Exercise: Create some of your own tenets

Engagement Tools

➢ Consistent check-ins
➢ Consistent Questioning
➢ Consistent ‘relating’ to their lives
➢ Consistent ‘You-focused’ conversation
➢ Two-way dialogue (needn’t be spoken by the audience – can be internal dialog)
➢ One-way dialogue: PAUSING (picture + internal dialog)
➢ Ask them to write down some golden nuggets
➢ Give handouts / pdfs with blanks
Callout: YES-response questions (out-loud) … you need to train them

➢ Train the audience to agree physically and verbally (hand up and “AYE”)
➢ Use strategic questions to elicit a YES response.
➢ Ask a question that they can’t disagree with.
➢ You must LEAD … Expand arms … Queue up with “yes or no guys?”
➢ They have to say YESSSSSSSSS!!!! at the same time.
➢ Consistently get them to agree with you. (This turns individuals into a cohesive group. | Bonded
behavior. | You can’t lead 500 different people. | But you can easily lead one cohesive group.)
➢ Let them repeat / complete your sentences / quotes.

By consistently agreeing with you, they are automatically deciding in favor of your solution /
offer.

Engagement tools … contd.

Callout: YES-response
– Smaller agreements lead to larger agreements.
– The belief goes DEEP inside.
– The Social Proof makes them agree with you even more.
– If you say it, they may doubt it, but if they say it, they won’t ever doubt your message.
– It is really a BAD idea if agreements wane.
– This strategy of callouts is superbly effective.
– It is really a BAD idea if agreements wane.
– Getting compliance: the hallmark of a leader
– Smaller compliances lead to larger compliances
– Keep it a dialog (even if you are the one speaking, they must be nodding to themselves)
– As people start teaching, they stop interacting | It becomes a monologue | The speaker loses the
audience (9-second attention span).
– The audience members will go into their trance. BAD IDEA (You want them to be in your trance, not
theirs). The audience members start thinking of their lives and miss the points. They keep going
inside to make a meaning of what you said.
– Don’t just make statement after statement.
– You don’t want them to go inside their own minds for more than a few seconds.
– They need to be focusing on the outside and inside alternately.

What is the purpose of these engagement tools?

To install such ______________________ that buying your product / solution becomes an _______________________

_______________________________ for them.

State change

➢ Change their STATE consistently.

➢ Most decisions are state dependent.

➢ So keep changing their state consistently.

Called light-and-shade in scriptwriting.

Never use these cheap tricks

Turn to your neighbor and say ___________

Give Hi-five to your neighbor _____________

Anchors
What is an anchor?

3 types of anchors

USA

Universal Experiences

➢ Great teaching links the unknown to the known.

➢ Always ask, “what could my point be LIKENED to?”

➢ Driving a car; supermarket checkout; morning tea; shopping; brushing teeth; first day; sleeping;
love; lovemaking; sex; ironing; illness; playing; dentist visit; cooking; dancing; traffic; TV; singing,
Products and Brands (stories)

➢ Compare and Contrast

**

A special type of anchor: simplifiers (giving easy-to-understand examples), especially if you have to use
DATA

**

Example 1: Water related diseases kill millions of people every year.

“This year, 1 person will be kidnapped in our city, 4 will die in shark attacks, 79 will die of Avian flu, 965
will die in airplane crashes, 14,600 will lose their lives in armed conflict, 5,000,000 will die from water-
related disease. That’s a tsunami twice a month or five Hurricane Katrinas each day, or a World Trade
Center disaster every four hours. Where are the headlines? Where is our outrage? Where is our
humanity?”

Compare / Contrast: Some numbers sound deceptively small or large until they’re put into context by
comparing them to numbers of similar value in a different context.
Example 2: Intel’s CEO Paul Otellini’s 2010 CES Presentation: “Today we have the industry’s first-shipping
32-nanometer process technology.

“Today we have the industry’s first-shipping 32-nanometer process technology. A 32-nanometer

microprocessor is 5,000 times faster; its transistors are 100,000 times cheaper than the 4004 processor
that we began with. With all respect to our friends in the auto industry, if their products had produced
the same kind of innovation, cars today would go 470,000 miles per hour. They’d get 100,000 miles per
gallon and they’d cost three cents. We believe that these advances in technology are bringing us into a
new era of computing.”

Context: Numbers in charts go up and down or get bigger and smaller. Explaining the environmental
and strategic factors that influence the changes gives the numbers meaning.

Example 3: The number of annual fatalities from smoking in the US is 300,000.

“Three hundred thousand people dying from smoking is close to the equivalent of two jumbo jets
crashing every day for a year.” Yikes!

Example 4: How did President Reagan explain the trillion-dollar debt?

When President Reagan spoke of the trillion-dollar debt, he put it in terms everyone—both economists
and taxpayers—could grasp in an instant. He compared it to a stack of thousand dollar bills 67 miles
(100 kilometers) high.

Example 5: Each year you’ll spend between 500 and 1000 hours in an automobile.

“Each year you’ll spend between 500 and 1000 hours in an automobile. Do you know, if you live to be
75 years old, you’ll spend approximately 7‐10 years of your life in an automobile? Seven years! Here’s
my question to you: What are you doing with that time? Are you simply passing it, or are you using it?
Do you know that 10 years is enough time to earn two PhDs? I suggest turning your car into a rolling
university. You can listen to audio books and quickly become an expert, compared to the rest of the
country.”

Example 6: The average Indian reads less than one book per year.

You want to become an expert on a topic? Here is how! Read three books on that topic. Unfortunately,
the average Indian reads less than one book per year. Did you know that 78% of Indians – that’s almost
8 out of every 10 Indians – after formal education, never read another non‐fiction book in their life? And
then we wonder why we don’t grow. So, if you read three books on one topic, you’re an expert on that
topic, compared to the rest of the country.

Example 7: American aid to sub–Saharan Africa amounts to less than one-hundredth of one percent of
national income.

American aid to sub–Saharan Africa amounts to less than one-hundredth of one percent of national
income—the equivalent of somebody who makes $130,000 a year flipping a quarter (25-cent coin) to a
homeless person once a week.
Example 8: The world loses approximately one acre of rainforest every second.

The world loses approximately one acre of rainforest every second. That sounds pretty alarming
already, but consider the impact if you put it this way (as Al Gore did): If, as in a science fiction movie,
we had a giant invader from space, clomping across the rain forests of the world with football field size
feet—going boom, boom, boom every second—would we react? That’s essentially what’s going on right
now.

Example 9: Broadway

An outdoor sign on Broadway caught passerby’s attention with this factoid: “One second of the sun’s
energy could light up Broadway for 1 billion years.”

Example 10: Saint-Gobain

Saint-Gobain manufactures 300 square miles of roofing shingles each year—enough, they claim, to build
a roof-to-cover 160,000 American football fields. They make more than 30 billion bottles per year for
the food, wine and perfume industries. Laid end to end, that’s enough bottles to stretch to the moon
fifteen times over.
Example 11: 99.9% performance efficiency

Is a performance ratio of 99.9 percent good enough? One-tenth of a percent doesn’t sound like much
until you translate it into outcomes that will make your audience wince. A one-tenth error-rate in, say,
health care services means that 20,000 drug prescriptions will be written incorrectly this year, 500
surgeries will be botched this week, and 12 babies will be given to the wrong parents. (Oops.)

**

USA

Stories

➢ Famous people’s unknown stories

➢ Hypothetical situations
➢ Anecdotal stories
➢ Client success stories
➢ Brand stories | case studies
➢ Connect the dots – stories

USA

4 A’s

Alliteration

Acronym

Analogies:
This can take your speaking career to absolutely insane heights. You will be forever memorable.

Warren Buffett uses this tool most effectively.

There’s an analogy I use about how when a crab tries to crawl out of the barrel, the other crabs claw at
it and try to bring it back down. This analogy is as old as crabs themselves but I wrapped my own story
around it. We relate the crabs in a barrel to negative people pulling us down.

Someone often approaches me and says, “Sandeep, I saw you speak about a year ago and you talked
about the crabs in a barrel. I have not been able to get that speech out of my head. In fact, something
happened to me recently and I remembered you said, ‘Stay away from the crabs in a barrel. You also
said that you can never stay fired up when everyone around you is burned out.’ Man, it really helped me
get through that situation.”

• Negative people are like crabs in the barrel

• Going with the flow … Log of wood in a river | Not setting goals to drifting aimlessly on a raft
• Sell the sizzle, not the steak
• Nobody ever died of a snakebite; people die of venom
• Buddha story
• Floodgates of a dam

Original: “ADHD is a neurological disorder associated with a pattern of excessive inactivity in the
frontal lobes of the brain. It is characterized by distractibility, hyperactivity, and impulsivity.”

Analogy 1: “ADHD is like having a Ferrari engine for a brain with bicycle brakes. Strengthen the brakes
and you have a champion. People with ADHD are the inventors and the innovators, the movers and the
doers, the dreamers who built this country.”

Analogy 2: “As ADD folks we have new ideas all the time. It’s like a popcorn machine.”

Analogy 3: “Take someone to a farm and leave them there for a week. If you come back a week later
and they’ve turned the farm into amusement part, it’s ADHD. If they’re quietly relaxing on the porch, it
was a severe case of modern life.”

Analogy 4: “The mind of an ADD person is like a toddler on a picnic. It goes wherever the mind leads it
without any regard for danger or authority. Sometimes it goes off and gets into trouble, other times it’s
discovering penicillin.”

Astronaut Hadfield in his TED talk skillfully used descriptive analogies to create mental pictures of his
experiences. Most of us will never set foot on another planet or ride a rocket into space. How it is
possible to experience what it feels like? Analogies are the closest we’ll get and Hadfield is a master at
creating them. Here is Hadfield’s description of liftoff:

It is incredibly powerful to be on board one of these things. You are in the grip of something that
is vastly more powerful than yourself. It’s shaking you so hard you can’t focus on the instruments
in front of you. It’s like you’re in the jaws of some enormous dog and there’s a foot in the small
of your back pushing you into space, accelerating wildly straight up, shouldering your way
through the air, and you’re in a very complex place—paying attention, watching the vehicle go
through each one of its wickets with a steadily increasing smile on your face.

After two minutes, those solid rockets explode off and then you just have the liquid engines, the
hydrogen and oxygen, and it’s as if you’re in a dragster with your foot to the floor and
accelerating like you’ve never accelerated. You get lighter and lighter, the force gets on us
heavier and heavier. It feels like someone’s pouring cement concrete on you or something.
Until finally, after about eight minutes and 40 seconds or so, we are finally at exactly the right
altitude, exactly the right speed, the right direction, the engine shut off, and we’re weightless.
And we’re alive.
The jaws of a dog, the foot in the small of your back, the dragster, the cement concrete—all analogies
that help us infer what the experience feels like.

ANALOGY: Terrorism is like an octopus. You can cut off one leg, one terrorist group, but it will grow
back, plus there are seven other legs that can hurt you. What you have to do is kill the octopus by
starving it, taking away its food. And with terrorists that means starving them of money. If we fail to
starve the octopus, it will strangle us.

ANALOGY: Understanding hedge-fund indices is like four blind men feeling an elephant. The man in
the front thinks he has a hose, another one a tree trunk, and the third a wall, while the guy at the end
says he is tugging on a rope.

ANALOGY: A speaker opened a marketing conference once with a story he’d heard about a guy on an
airplane. This guy sat next to a woman with a very unusual ring on the middle finger of her left hand.
When he commented on it, she said it was her wedding ring. The man asked, “Why do you have it on the
wrong finger?” Replied the woman, ‘I married the wrong guy.’ After the laughter died down, the
speaker linked the story to his point. “Given the disappointing results we have all been experiencing in
the market lately, it is fair to ask, ‘Are we married to the wrong guy—the wrong strategy?” He then
went on to describe alternative marketing strategies.

ANALOGY: When a seminar participant in Sydney had to explain why it was wiser to commit to a six-
time advertising contract rather than do a one-time test and wait to see the results, she used a hammer,
nail, and block of wood to make her point. She asked her client to hit the nail once with the hammer
and then to try to pull the nail out, which he did easily. Then she asked him to hammer that same nail
six times into the wood. When he couldn’t pull the nail out, she said, “Exactly. This is like your
advertising. When you advertise once, you do not embed yourself into the consciousness of a reader.
You may as well save your money. But when you advertise six times, you get so deep into the mind
of the reader there’s no way for him to get your ad out of his head. You stand a much better chance of
making a sale.” Her prospect signed on the spot for six ad placements.

ANALOGY: How are an iceberg and a good idea related? Both can be big. Both can be broken down into
smaller chunks. If they’re good, they are solid. Often you see the tip of both first, but the deeper down
you go into them, the larger they become. Icebergs move. Similarly Ideas can move from one
department to another.

ANALOGY: You say you have never heard of us. Well, have you ever heard of Big Red? Big Red is a
three-foot-long jellyfish, part of a species estimated to be older than dinosaurs, that’s been around for
more than 250 million years. Scientists have only just discovered it. We’re like Big Red. You may have
never heard of us, but we’re big and have survived the competition for a long time. We can more than
adequately handle your needs.

Activities
➢ Kinesthetic experience: people remember doing things.

➢ In their chair | you alone as a speaker | one person on stage | physical activity

➢ Is there a detailed activity (exercise / group task etc.) that the audience can do?

➢ What props can you use to illustrate your point? Props are always memorable.
A very special type of activity: Discuss and Debrief

Loosens up their minds … gives them oil. Breaks up the speech and changes the modality. It gets them
moving and gives them a kinesthetic experience … that’s how many people learn. They buy into your
message because they are the ones saying it. They won’t be silent after this activity.

Relating (reflecting / realizing)

Has to be done throughout

This is by far the most important part of your speech.

One thing, more than anything else, that makes you an extremely effective speaker is making them
reflect | realize.

How to make your audience reflect?

➢ Use you-focused language (you-focused conversation / question)

➢ Piercing the arrow: they should feel: “Oh FUCK! That’s me. S/he is talking about me right now.”
➢ You can’t have any effect if they don’t reflect.
➢ Create clear-cut pain and gain
➢ Generate a lot of self-talk using pain (internal dialog)
➢ Create a vivid picture of the gain (Most people in the world have a PhD in negative self-talk.)
➢ It is not about what you tell them. It is about what they tell themselves as you speak. What they
tell themselves is 10 times more powerful than what you tell them. People don’t remember what
you say; they remember what they see when you say it.
➢ 93% versus 7%.

Even the so-called “great” speakers completely flop in this area.

Technique – the reason you are paid

**

Sample Session: Positioning

START … Relating | Realizing | Reflecting … Has to be throughout

Opening: S.T.A.Y. and Pay Positioning

Order

Position the Audience

Position Subject

Position Time

Position Yourself

**
Position the Audience (pain)

• What is the most important aspect of any business? – reject all dumb answers
• Anyone (ever) wants to be an entrepreneur?
• Then why are you scared? – reject all dumb answers
• Startup failure rate?
• If you can’t sell, you are a fucking dead duck.
• Arre … company hawa paani par nahi chalti … taala lag jaayega agar dhanda nahi hoga toh
• If your balance sheet reads red … you have had it.
• Imagine the company that you work for is not able to sell anything.
• Imagine if an author who is not able to sell any book at all.
• Imagine if you are not able to sell yourself, your idea, your pitch, your story to a business school
• Imagine failing the most important interview of your life!

A brutal but inescapable fact:

If you are not selling something, you are working for someone who is.

SELLING

Convincing | Persuading | Influencing | Evangelizing

No sell means … No salary | No selection

Some questions:

1. Do you think everyone who is more successful than you is really smarter or more talented than
you?
2. Is every costly product / service in the world as valuable as its price indicates it is?
3. Why do some people / products / ideas command a higher price (or attention or success)
whereas others fail to impress?
4. Is success about quality or is it about the perception of quality?
5. Why do we happily pay thousands for things that are actually worthless and haggle for very little
money while buying others?
6. Imagine appraisals! Do you think your evaluation depends on your performance or on the
perception you have created?
7. Can someone prepare a better soft-drink than Coca Cola, a better burger than McDonald’s
Burgers, or better butter than Amul Butter … at home? If yes, why may they still fail?
8. Would you want to command a higher … much higher (price / attention / success)?

• If you are good, there is absolutely no guarantee that the world will think you are good.
• The best quality products may be the biggest flops.
• The most ordinary products may be the biggest successes.
• In many cases, the word quality doesn’t even remotely apply.

**

A paradox of human existence: Selling is what makes the world tick but people hate being sold to.

Position the Subject (Gain)

The real rewards in business and life always go to those who can sell without a sales pitch.

How? What’s the formula for this? _______________________

The solution: Rather than you trying to sell your product to them, the customers should sell the product
to themselves. How? What’s the formula for this?

_______________________

Make a big promise: Jisne ye ladaai jeet li … By the time you leave these doors on … at … you will have
all the tools in your hands to _____________

The guaranteed formula that customers will keep coming to you (and you won’t have to go scouting for
them): POSITIONING.

Position the Time, if need be (applies to tech-related topics, usually)

Position Yourself … through your personal positioning story (slyly told)

Reading the book Positioning at 14 but not understanding the importance immediately
My Relevant Stories (depending on the time I have)

1. Drawing Teacher Story

2. Encyclopedia story
3. Samiran story
4. Mercedes story
5. Anil story
6. IIMA Classmate
7. Tunnel | Bull’s eye | Gospel comedian

Tenets + Anchors: One Tenet, a relevant story | Next tenet, next relevant story | Take 5 or 7 or a
maximum of 10 tenets (depending on the time)

Anchors

1. Dettol
2. Lifebuoy
3. Amul

Tenets

1. Positioning is not what you do to the product; it is what you do to the mind of the prospect.
2. Perception is the only reality.
3. There is no ‘delete’ button on the human mind.
4. Top of mind equals tip of tongue.
5. You must have mindshare before you can have market-share.
6. Positioning is the “Wonder” in “Wonderbread”.
Anchors

1. Apple
2. The Diamond Conspiracy
3. Lady Gaga
4. Xerox / Dell / Apple
5. Richard Branson

Tenets

1. Don’t build a church; create a religion.

2. We tell ourselves a story and believe it, because our old brain can't distinguish between reality
and a well-told story.
3. Don’t look for things that unite; look for things that divide.
4. Elevate your message above the dogfight.
5. Positioning can give you a 25-year holiday

Anchor: Avis versus Herts (car rentals)

Tenet: When everyone zigs, you should zag.

The final gut-punch story: Coca Cola

Tie it back to the first message

We always act emotionally before we act rationally.

Cake | Cage | Quant | Smile | Speech | Heart

Gotta relate it all back (else it is a general knowledge session) using your own story … That they can do
it, too … The game isn’t only for the big boys. So, give your own example: how have you used positioning
in your own business.

Salting ✔ | Tenets ✔ | Anchors ✔ | Relating (throughout) ✔

Technique (PPPMART, NEURO)

Closing

1. The question is not whether you can create the right product … that’s an absolute must … the
question is whether you can create the right perception.

2. The world is an unfair place. And POSITIONING gives you an unfair advantage.

3. Positioning is always in the hands of the seller, not the buyer.

Positioning is the difference between charging X or 10X or 100X for the same product

That product is YOU.

***
Creating Rs. 1 crore in just one hour (or 1 day or over 1 weekend)
The Ultimate Skill … Selling from Stage

Absolute Authenticity

Requirement # 1

Have a world-class ________________________________.

My gold standard: Whatever you sell must not be available from anyone else in the entire world for
any amount of money (even millions of dollars).

What you will learn now will never, ever … ever … be shared by anyone else.

How to choose your product (3 steps) …

1. What makes your blood boil?

2. What do you want to fix in this world?
3. What specific problem do you want to solve?

Turn your wounds into wisdom.

You must truly (truly) believe in your blood and bones that your solution genuinely solves your
customer’s problem.

If you genuinely believe (feel) so … then … selling is nothing but a transfer of this belief (feeling) to the
buyer.

Selling is just a transfer of feeling.

Which exact feeling?

__________________________________________________________________________________________________________________

__________________________________________________________________________________________________________________

__________________________________________________________________________________________________________________

So, you have to sell your solution to yourself first.

If you don’t believe in your offer, they won’t, either.

The most difficult form of selling: Live Selling from Stage (Room | Zoom)

Even the slightest mistake by you will be magnified and trolled by people.

One to one One to many

60-min Clock Structure
(could also be 90/120 minutes)

We are discussing selling from live stage … this can very easily be adapted for webinars

Two major parts of your Sales Process: Showcase and Offer / Call to Action

These two need to be separated by at least 30 minutes.

Don’t ever showcase at the end. Why?

Be extremely forceful when you tell the price. Never be apologetic.

Let them sell it to themselves at a much higher price for at least half the time.

They don’t know the real price right now.

Are you on my side?

Can you think like a seller for the next one hour? You have never seen and will never see anything more
shocking in your entire life. I am discussing the exact steps used by me in the past.

You can tweak these steps depending on your product and your persona.

CLOSE THIS BOOKLET for now.

**
How much money are you leaving on the table?
Current monthly income __________ = x

Possible monthly income if you learn all the skills ______ = y

Difference per month = ___________ = (y – x)

Difference per year _________= (y – x) * 12

Difference in 30 years = _______ (y – x) * 12 * 30 = Z

Z = the amount of money you are leaving on the table for others.

Is it small or large?

Make a promise to your 10-year-old self

• “Give me 12 months.”
• “You will be proud of me.”
• “You will want to grow into me.”
• “I will be back … in 12 months. Wait for me.”

**

If my knowledge doesn’t help someone else succeed in a really big way, I believe my knowledge is
absolutely futile. I believe in sharing all I know … all I know … I just don’t like to keep anything valuable
only to myself.

For more than a decade, I have never charged even one penny for JSS, KTW, ALCHEMIST, My First Book,
MDS, Story Seminar (the most famous 5-day on-location event of mine), Design OCEAN, Decades into
Days, Seven Attraction Languages, and “Life without a Boss” seminars.

Rather, each time I have paid from my own pocket and have given so much of my time to educate and
magnify lives.

Many people (including many of my students) call me an idiot for doing all this free of cost.

My answer: I believe the programs won’t be priceless if they have a price.